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Published by: api-25959195 on Jul 20, 2009
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07/07/2013

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Are you sure you’reengaging with interactivity?
create (or) die. London. +44 (0) 20 8679 1345
19 July 2009
create (or) die
 
L O N D O N
CREATE (OR) DIE LONDON.
Troy Kennedy
troy@placeforideas.com
+44 (0) 7930 131129
1
Brands today are aware of the need toengage their consumers on a deeper levelthan traditional passive audial-visualstimuli.Digital media has created a myriad ofoptions that allow users to connect with,touch and feel a brand. Although this hascreated new opportunities for brands tocreate evangelists amongst socialnetworking platforms and fans amongstimmersive gaming websites, agenciesseem shackled to these methods when itcomes to completing clients
ʼ
interactivitybriefs.
Troy Kennedy, 20, create (or) die, clientservices director,
argues that this defaultformula is losing ground and agenciesneed fresher ideas to fulfill clients
ʼ
 interactivity ambitions. He nor his agencyclaims statistical accuracy, however hedoes provide new thoughts and a clearvoice on a how young people will engagewith brands on their own terms.He talks about using utility and subversionto maintain the conversation between thebrand and the audience and for the brandexperience to be truly interactive bothparties must be seen to be influenced byeach other.

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